Task 9. Find synonyms among the following words from the text “Advertising” (Task 3)

1. idea; 2. scope; 3. entity; 4. extent; 5. to build; 6. concept; 7. colorful; 8. picturesque; 9. to construct; 10. organization;

Task 11. Relate the words in the box with the actions denoted by the following infinitives. Refer to the text “Advertising” (Task 3) to check your answers.

people	companies	advertising	economic events
products	advertisers	copywriters	citizens of big cities

1.to shout; 2.to speak; 3.to be born; 4.to be heard; 5.to advertise;

6.to take place; 7.to develop styles; 8.to be likened (to); 9.to be exposed (to); 10.to be directed (at);

11.to re­spond (better to); 12.to invade (public places); 13.to like (specific) language; 14.to build a conversational tone; 15.to make (somebody more) attractive.

Task 12. a) Make the difference between the following words.

Because the words sound alike, copywriters are sometimes confused with people who work in copyright law. These careers are unrelated. · Copyright is the set of exclusive rights granted to the author or creator of an original work, including the right to copy, distribute and adapt the work. These rights can be licensed, transferred and / or assigned. Copyright lasts for a certain time period after which the work is said to enter the public domain. Copyright applies to a wide range of works that are substantive and fixed in a medium. Some jurisdictions also recognize “moral rights” of the creator of a work, such as the right to be credited for the work. · Most copywriters are employees within organizations such as advertising agencies, public relations firms, company advertising departments, large stores, marketing firms, broadcasters and cable providers, newspapers, book publishers and magazines. Copywriters can also be independent contractors freelancing for a variety of clients, at the clients’ offices or working from their own, or partners or employees in specialized copywriting agencies. A copywriter usually works as part of a creative team. Agencies and advertising departments partner copywriters with art directors. The copywriter has ultimate responsibility for the advertisement’s verbal or textual content, which often includes receiving the copy information from the client.

b) Translate into Ukrainian:

1. Copywriters are similar to technical writers and the careers may overlap. 2. The Internet has expanded the range of copywriting opportunities to include web content, ads, commercial emails and other online media. 3. The Statute of Anne 1709, full title “An Act for the Encouragement of Learning, by vesting the Copies of Printed Books in the Authors or purchasers of such Copies, during the Times therein mentioned”, is now seen as the origin of copyright law. 4. Since the 19^th century copyright is described under the umbrella term intellectual property along with patents and trademarks. 5. Copyright has been internationally standardized, lasting between fifty and one hundred years from the author’s death, or a shorter period for anonymous or corporate authorship.

Task 14. Translate into English.

1. Ми живемо в суспільстві, в якому спостерігається надлишок комунікації. 2. Реклама виконує функцію комунікації. 3. Реклама, що народилася тисячі років тому, сьогодні заполонила громадські місця. 4. Експерти вважають, що середньостатистичний житель великого міста щодня зазнає впливу понад 500 рекламних повідомлень. 5. Реклама спрямована на велику кіль-кість потенційних покупців. 6. Основні функції реклами – інформувати і переконувати – не змінилися за всю історію. 7. Основними типами реклами є корпоративна реклама та товарна реклама. 8. У звичайному супермаркеті ми можемо знайти понад 10 тисяч найменувань продукції. 9. Реклама є мегафоном компаній, які змушені “кричати”, щоб бути почутими покупцями. 10. Реклама повинна бути зрозумілою і читабельною. 11. Дослідження свідчать, що покупці краще реагують на практичний, розмовний тон, а не на більш поважний, формальний. 12. Копірайтери повинні розробляти описовий, яскравий і навіть колоритний стиль. 13. Копірайтери намагаються використовувати прості та сповнені особистості слова. 14. Рекламодавці віддають перевагу словам, які передбачають, що їхній товар особливо високої якості. 15. Економічний ефект реклами можливо порівняти з початковим ударом (розбиттям) у пулі чи більярді. 16. Як тільки компанія розпочинає рекламувати, стається ланцюгова реакція економічних подій.

Task 15. Answer the questions.

1. Do we live in an undercommunicated or overcommunicated society? Support your opinion with the facts from the text.

2. Is advertising an invention of modern overcommunicated society?

3. How is advertising usually defined?

4. Has the purpose of advertising changed throughout history?

5. What are the two basic types of advertising?

6. Which type of advertising involves selling a good or service?

7. Why do companies need advertising?

8. What language do advertisers prefer?

9. What tone in advertising do most people respond better?

10. What can the economic effect of advertising be compared to? Why?

Task 17. Read the text.